Dáša Mendelová – Communication Today https://communicationtoday.sk Media, marketing, communication Fri, 27 Jun 2025 14:55:20 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Dáša Mendelová – Communication Today https://communicationtoday.sk 32 32 The Birth of American Advertising https://communicationtoday.sk/the-birth-of-american-advertising/ Thu, 01 Nov 2018 10:13:18 +0000 https://www.communicationtoday.sk/?p=2136 ABSTRACT:
The study is focused on the development of advertising in the context of social changes in the US. Its main goal is to point out how advertising reacted to some historical events and important social, economic, political or cultural changes in the US. The study is based on the concept of four crucial moments in the advertising history stated by Holm. He speaks about four phases in the general development of advertising: 1. origins, industrialisation and development, 2. professionalization, consolidation and redemption, 3. manipulation, creativity and globalisation, 4. digital advertising, algorithms and ‘dataveillance’. In this study, the attention is paid to the first phase; however, it is applied to the US historical development and cultural environment. Therefore, the first part of the text points out the nature of advertising from the colonization to the American Revolution; the second and much more extensive part of the study focuses on significant events of the 19th century, which crucially influenced and changed the history of the US, i.e. the Industrial Revolution and the Civil War. Those historical events also affected the ways of promotion; advertising mirrored the situation in society remarkably. The study’s conclusion explains the necessity of regulation and the need for the professional approach towards advertising at the turn of the 20th century.

KEY WORDS:
the 19th century advertising, development, the history of advertising, social changes, the United States of America

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]]> Innovation in the Slovak Advertising Environment https://communicationtoday.sk/innovation-in-the-slovak-advertising-environment-2/ Sat, 11 Apr 2015 19:57:51 +0000 https://www.communicationtoday.sk/?p=1473 ABSTRACT:
The research study focuses on innovation in the Slovak advertising environment, whereby our primary objective is to present a portion of the results from the completed research and introduce proposed criteria for evaluating innovation in marketing communication and advertising. The first part of the text deals with formulating the problem while the second describes the applied research methodology. In the third chapter, the study presents partial results from the research, with special emphasis on four important elements: the manner in which innovation in marketing communication and advertising is defined, the perspective of the largest Slovak advertising clients with respect to the importance of innovation, the relationship between innovation and effectiveness and determining parameters for evaluating advertising campaigns, from the perspective of advertising agencies and advertising clients. The fourth chapter provides proposals for implementing this knowledge. The recommendations are formulated in accordance with criteria that may be used to evaluate innovation in the advertising business. The study also provides new knowledge related to connecting innovation to marketing communication. As indicated in the first part of the study, this topic has not yet been scientifically examined in the Slovak Republic and as such, the text contributes to expansion of existing theoretical and practical knowledge on the given issues.

KEY WORDS:
innovation, evaluating innovation, Slovak advertising environment, advertising agency, advertising campaign, advertising clients

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]]> Innovation in the Slovak Advertising Environment https://communicationtoday.sk/innovation-in-the-slovak-advertising-environment/ Sat, 11 Apr 2015 19:57:10 +0000 https://www.communicationtoday.sk/?p=1471 ABSTRACT
The research study focuses on innovation in the Slovak advertising environment, whereby our primary objective is to present a portion of the results from the completed research and introduce proposed criteria for evaluating innovation in marketing communication and advertising. The first part of the text deals with formulating the problem while the second describes the applied research methodology. In the third chapter, the study presents partial results from the research, with special emphasis on four important elements: the manner in which innovation in marketing communication and advertising is defined, the perspective of the largest Slovak advertising clients with respect to the importance of innovation, the relationship between innovation and effectiveness and determining parameters for evaluating advertising campaigns, from the perspective of advertising agencies and advertising clients. The fourth chapter provides proposals for implementing this knowledge. The recommendations are formulated in accordance with criteria that may be used to evaluate innovation in the advertising business. The study also provides new knowledge related to connecting innovation to marketing communication. As indicated in the first part of the study, this topic has not yet been scientifically examined in the Slovak Republic and as such, the text contributes to expansion of existing theoretical and practical knowledge on the given issues.

KEY WORDS:
innovation, evaluating innovation, Slovak advertising environment, advertising agency, advertising campaign, advertising clients

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